The day combined an institutional welcome for new students with an open, intergenerational conversation on creativity, talent, teamwork and the transformation of the profession
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IED Kunsthal Bilbao opens the 2026/27 Master and Postgraduate academic year with Toni Segarra
Date
05 October 2026
On 1 October, IED Kunsthal Bilbao held the Official Opening Ceremony of the 2026/27 academic year for its Master and Postgraduate programmes. The day began with an institutional welcome for new students, with the participation of Gaizka Zuazo, Director of IED Kunsthal Bilbao, Ander Sánchez, Academic Director, and the Program Leaders of the different programmes.
The new academic year marks the start of a new edition of the Master in Food Design, Master in Interior Design for Commercial, Hospitality and Workplace Spaces, Official Master’s Degree in Product Design and Ecodesign and Master in Graphic Design and Visual Communication, together with the first edition of the Postgraduate in Art Direction. X
The event then culminated in a Jam Session with Toni Segarra, also open to undergraduate students, alumni and lecturers, as well as professionals and collaborators connected to Bilbao’s creative and business ecosystem.
Rather than following a conventional masterclass format, the Jam Session was conceived as an open, informal and intergenerational conversation. Moderated by Eider Corral, Head of the Visual Design Area at IED Kunsthal Bilbao, the session brought together different perspectives on creativity, professional practice and the transformation of the sector.
The participation of students, alumni, lecturers and professionals led to a particularly enriching exchange, in a close and informal atmosphere that encouraged questions, reflections and responses far removed from a traditional lecture format. Beyond revisiting some of the landmark campaigns from Toni Segarra’s career, the conversation explored issues closely linked to the present and future of the profession: creative judgement, how new generations are changing the way the profession is understood, the evolution of agencies, identifying talent and the changes transforming communication processes.Team building also played an important role in the conversation. In this context, Segarra highlighted the inherently collaborative nature of creative work and the essential role of professionals such as art directors and graphic designers: Without an art director and a graphic designer, I’m nobody.
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